Supermarkets and agro-industrial foods : the strategic manufacturing of consumer trust
Data(s) |
2011
|
---|---|
Resumo |
There is increasing evidence of a weakened platform of consumer trust in mass produced food products. The resistance shown by consumers to the agro-industrial paradigm is evident in an emergent phase of reflexive consumerism, public reactions to an overly-concentrated retail sector and the rise of alternative food networks such as farmers' markets and organic box schemes. Supermarkets are responding strategically by aiming to manufacture new trust relations with consumers. This paper identifies three key strategies of trust manufacturing: (i) reputational enhancement though the institution of “behind the scenes,” business-to-business private standards; (ii) direct quality claims via private standard certification badges on food products, and ; (iii) discursive claimsmaking through symbolic representations of “authenticity” and “tradition.” Drawing upon the food governance literature and a “visual sociology” of supermarkets and supermarket produce, we highlight how trust is both commoditized and increasingly embedded into the marketing of mass-produced foods. |
Identificador | |
Publicador |
Bloomsbury Journals |
Relação |
DOI:10.2752/175174411X12810842291146 Richards, Carol, Lawrence, Geoffrey, & Burch, David (2011) Supermarkets and agro-industrial foods : the strategic manufacturing of consumer trust. Food, Culture & Society, 14(1), pp. 29-47. |
Fonte |
QUT Business School |
Palavras-Chave | #Trust #Food #Private regulation #Food governance #Supermarkets #Alternative food networks |
Tipo |
Journal Article |